c عنوان انگلیسی مقاله:

Green Marketing as a Tool Influencing Consumerś Behavior: Slovak Case Study

ترجمه عنوان مقاله: بازاریابی سبز به عنوان یک رفتار ابزار مؤثر بر مصرف کنندگان: مطالعه موردی اسلواکی

رشته: مدیریت بازاریابی

سال انتشار: 2015

تعداد صفحات مقاله انگلیسی: 8 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

The article offers an overview of forms and strategies of marketing communication in consumerś environment, the use of marketing communication with environmental elements and its research under Slovak conditions. In the strategy of the last years, Slovakia has adapted to European conditions of the commercial behaviour of consumers. Methods of mapping marketing tools in environmental management of companies and evaluating their effectiveness have been becoming actual management tools. Strategies of sustainability and environmental ethics are a common and acceptable marketing advantage on the market at present. The article communicated research of impact a green marketing by regional or green brand in Slovak regions Podpoľanie and Ponitrie. Gender, education level, monthly income and product price was main indicator for quantitative and marginally qualitative research data. Regional diversity is still evident in green marketing mainly in gender preference.

Keywords: consumerś environment, marketing communication, regional preference, green brand, regional brand

مقدمه مقاله

The diversity of efficient communication prefigures his most significant advantage in the development of society. Besides  the  contact  interpersonal  communication,  also  the  number  of  the  visual  mark  or  symbol communication transm itted by means of marketing grows. However, there is no universal definition, which would contain all layers of the meaning of the terms “regional brand”or “green brand”. Article content will use the names mentioned in the nomenclature.